In: Finance
1. Becoming Buyer-Centric
Buyers have changed, because their environment has changed. In this new environment, the buyer must coalesce support from stakeholders when making a purchasing decision, because committing to and implementing a solution represents an organizational change.
Therefore, customers need more than a map — they need a guide. Sales professionals who are prepared to take on this role will outperform the competition.FOR EXAMPLE Consider that the B2B customer experience index rating averages less than 50 percent, according to research from McKinsey. B2B customers are not understood and are, therefore, underserved.
Today’s customers perform more upfront research. They enter the decision process armed with information that has already influenced their thinking and are likely anchored to one or more beliefs before their first conversation with a sales professional. As a result, customers expect sales professionals to provide new data and metrics to serve as proof of the solution’s value. This increasingly formalized process is the result of increasing numbers of stakeholders. Each one has a definition of value and individual way of assessing worth. The net result: Sales professionals must reach a higher bar to compel customers to buy.
2. Becoming Strategic
The buying journey is a long process, and it’s getting longer. More stakeholders, information and options create confusion for the buyer. Sales professionals need a method for steering customers through the labyrinth. The problem is that sales professionals are becoming less productive. According to research from Accenture, between 2010 and 2015, sales productivity fell from 41 percent to 36 percent, and 59 percent of sales professionals reported having too many sales tools.
Falling productivity is not a resource problem; it’s a strategic one. Sales professionals need a smarter way to bring the customer through the buying process. They need a strategic approach in four parts:
3. Becoming Differentiated
Sales professionals can create a differentiated buying experience
by identifying the buying factors that influence a customer’s
decision to move forward. Without understanding these factors,
sales professionals cannot compel customers to move beyond the
status quo. Some of the most common buying factors include:
CONCUSION
Sales professionals need a plan that keeps them ahead of every curve in the road toward the sale. They must do more than illustrate the value of the product but must also be able to help the customer navigate the buying journey. They must become more intentional in their approach to the customer by crafting a strategy that considers all the challenges in selling. Finally, they need to understand the common thought processes that prevent a customer from buying.